Jeff Bezos Makes Late Bid for TikTok Amid US Sale Deadline

Amazon has submitted a last-minute bid for TikTok’s US operations as the company faces a critical deadline for a possible sale, with the current ownership under scrutiny by the US government. Jeff Bezos, the founder and executive chairman of Amazon, is reportedly keen to enhance the retailer’s influence in the fast-evolving landscape of social media and e-commerce.

According to reports, Bezos has expressed interest in acquiring TikTok’s US business in a letter sent to JD Vance, the US vice president, and Howard Lutnick, the US commerce secretary. This move comes just days before a legislative deadline requiring ByteDance, the app’s Chinese owner, to divest its US operations to avoid a ban over national security concerns.

The urgency surrounding the bid is exacerbated by the actions of former President Donald Trump, who is seeking a resolution before the end of the week. Trump initially granted ByteDance a 90-day grace period but has since indicated that a sale must occur soon. Notably, Oracle has been viewed as a primary contender for the acquisition, benefiting from established ties through its founder Larry Ellison, a known Trump ally.

Bezos’ engagement with Trump has been notable in recent months, as the Amazon leader has attempted to mend relations following years of tension linked to media coverage by The Washington Post. Reports suggest Amazon has made significant efforts to reshape its public image while navigating a complex political landscape.

Securing TikTok could represent a substantial advance for Amazon, especially in the context of shifting shopping behaviours among younger consumers who favour social media platforms for purchases. TikTok Shop, which allows users to buy products directly within the app, has gained traction, with recent studies indicating that nearly half of TikTok’s US audience engage in shopping via the platform.

This potential acquisition highlights the increasing importance of social media in the retail sector, with analysts noting that Amazon could significantly bolster its advertising business and gain valuable insights into younger demographics. Despite previous assertions from ByteDance that TikTok’s US operations are not for sale, ongoing discussions in Beijing indicate potential avenues for negotiation.

Whilst sceptics within Trump’s circle downplay Amazon’s bid, the move underscores Bezos’ ambition to solidify Amazon’s presence at the intersection of technology and retail.